The new Leica Sofort instant camera will be announced on September 15th

leica-sofort-instant-camera-2
The new Leica Sofort instant camera that already leaked in the latest issue of LFI magazine is real and will be officially announced on September 15th. There will be also a Leica branded color and black and white instant film (Fuji recently announced it):

leica-sofort-instant-camera-film
The camera can work also with regular Fuji Instax film. The price will be 279 Euros and shipping will start in November. A color film pack will be 12 Euros, B&W will be 14 Euros. Here is some additional information on the Leica Sofort instant camera:

leica-sofort-instant-camera
Stay tuned for detailed coverage this Friday.

This entry was posted in Leica Sofort and tagged . Bookmark the permalink. Trackbacks are closed, but you can post a comment.
  • Leica will be taking pictures of Photokina visitors with the new Sofort cameras…

  • Semido

    Please no.

  • Mark

    Cool. When are they going to release a titanium and diamond encrusted limited edition?

  • waterengineer

    1,2 and 1,4 Euro, respectively for color and B&W, per photo. Nice, (insert eyeroll emoji here.) BTW, who is the permanence of these new instant films? Earlier instant film was know for not having such a great life after exposure.

    Also, what Leica user is asking for this set up? Or, is Leica just throwing stuff against the wall to see what sticks, trying to fine new market share?

    • kahudson

      >>Or, is Leica just throwing stuff against the wall to see what sticks, trying to fine new market share?

      Ding! Ding! DIng!

      This is concerning if you care about the viability of the company and its core products. How can I relatively small boutique company sustain this array of products?

      • I imagine Leica saw how much ¥¥¥ Fuji was making, now wants in.

      • Fuji might be doing the whole thing. The lens looks suspiciously like the lens on the $150 Fuji Intax camera. Fuji could be making it and selling it to Leica at a markup. Camera costs $150 from Fuji, the $125 additional gives about enough for Leica’s overhead and markup. That makes me think it’s pretty unlikely to be much different from the Fuji design.

        It’s not at all unlike the way Daewoo repackaged one of their absolutely dreadful cars to make the Ford Aspire. I think that damaged the Ford brand a little, but not enough to matter since they didn’t sell too many of them.

        Leica is probably looking at this with the thought that they have some of the last film customers around, so why not sell them a modern film camera? And they don’t even have to set up a factory, Fuji will make them just fine.

        But I don’t think a premium brand like Leica has any business with a camera like this in their lineup, because it could genuinely damage the premium positioning of their brand. Not unless it has real Leica-specific features, which I don’t think the price has enough room for.

        I wonder how the market would react to a camera in the price range of an X-series, with the look and feel of an X, that took Intax film. That might actually be interesting to some people and would be fine with the brand.

        What might be even more interesting is a dual film/digital hybrid. I could imagine wanting to take a picture and have an instant film version to give to people during my travels, and I would have the digital copy for myself. Sounds more like a digital camera with an integrated printer. I actually would see some appeal in that since often I meet and photograph people I know I won’t see again. It would be nice to be able to spit out a tiny print for them.

        • kahudson

          >But I don’t think a premium brand like Leica has any business with a camera like this in their lineup, because it could genuinely damage the premium positioning of their brand. Not unless it has real Leica-specific features, which I don’t think the price has enough room for.

          Sounds like Hasselblad Lunar.

          >What might be even more interesting is a dual film/digital hybrid. I could imagine wanting to take a picture and have an instant film version to give to people during my travels, and I would have the digital copy for myself. Sounds more like a digital camera with an integrated printer.

          Also agreed. I’ve always found the image quality of Instax a bit deficient for my tastes. It would be easier and more interesting if I had a high-quality digital negative along with the print.

        • martinot

          Not very different from all the Panasonic Lumix cameras branded and sold as “Leica”:s. But in those cases the cameras does not even have any unique Leica-design (just a red dot taped to the front of the exactly same Lumix models as Panasonics own).

          I actually like the design of the Sofort better than Fujis own Instax models. Will probably order one.

  • Brennan McKissick

    LOL. A little over $300 for a Fuji Instax? Maybe I’ll pick one up after they hit the clearance sale bin. I would be interested in the film if the color temps were a little bit different than the regular Instax film which I think is a little cold. But they won’t be different, so yeah.

  • Did I just step into the twilight zone? A chinese phone brand and now a fuzzy install clone?

    • Jonathan Hodder

      Zeiss did it with Nokia pure view to make (at the time) excellent cameras on awful phones. Leica teamed up with huawei to make excellent phones on slightly above average cameras. it’s risky business certainly, especially when the marketing team sucks.

      • SolarSky

        You have no idea what you’re writing about, J. Hodder. I had a Nokia 808 PureView for two years whilst travelling, and the images it captured were absolutely outstanding for a phone.

      • martinot

        I think the Nokia Lumia with Zeiss/Nokia optics/cameras was absolutley great (the current 950XL is far from as great build quality as the old Nokia Lumias).

  • sickheadache

    Leica’s Cost Break Down…converted From 279 Euros to $312 Dollars.

    $12.00 Cost of Camera

    $300.00 For the Cost of Red Leica Dot, on front of $12.00 Camera.

    • $20 will probably go to Fuj.

    • Jonathan Hodder

      They did something similar by charging a premium for their Panasonic dlux / vlux remakes but at least they improved on the design. These models seem a step back from Fuji. And 300 usd for an instant camera is just crazy.

    • Mistral75

      As I wrote in the other thread it’s more like:

      – $260 + $52 (VAT) = $312 (retail price)
      – wholesale price = ½ retail price = $130

      of which

      – $30 cost of camera
      – $20 licence fee paid to Fujifilm (approx. 8% of wholesale price; could be as high as 12% = $30)
      – $80 Leica gross margin.

      • sickheadache

        Humor, Sarcasm…it all starts with the pic…and then cue in…I feel a Sick Headache Coming On…Frank I need to lie down. For you I will write ahead of my looney ass statements …humor, sacasm ahead…watch out …mistral75.

    • martinot

      Instax 90 introduction price: $199. The Sofort: $299.

      $100 is quite a low markup (by Leica standards at least).

  • kkd

    I would be more interested if this was Impossible film.

  • Valdo

    Fuji is making the big business with such cameras and papers not with the X range cameras, so why not Leica? The pie is still there and is big.
    Many people will buy the thing, just becouse of the red dot.

    Democracy (excepting the trolls) is that you can buy it or leave it.

    • I will buy the Leica camera if it offers a better picture quality, otherwise the Fuji will do the job.

      • Valdo

        As far I understand the camera has a different lens as the stock Fuji has. Presumably the picture quality should be higher, regardles of the real manufacturer of the lens and camera.

        • This will be very easy to compare once they start shipping – I have the Fuji version and there will be no pixel peeking required 🙂

        • If pictures are correct, it looks like Neo90 lens to me.

  • I’m a little shocked by this … what kind of value can Leica offer to technology already perfected by Fuji? The Instax cameras are $51 on Amazon. A $279 Instax clone seems like it would be too cheap to be special, but too expensive to be competitive.

    I have to admit that the second I got my hands on a decent digital camera, film lost its appeal to me. Immediately. So I just don’t see the market for this …

  • Anyone surprised it is cheap? Figure Leica would charge $700 or $800 for $100 Fuji

  • blake

    the
    instax wide is pretty solid — i like it — just seems leica is
    grasping at straws… not sure what they’re going for here… seems
    hipster, skinny jean wearing, bearded, vegan, Iced, Half Caff,
    Ristretto, Venti, 4-Pump, Sugar Free, Cinnamon, Dolce Soy Skinny Latte
    drinking,buddy holly glasses wearing, film is not dead crowd… well…
    f*ck me… those are the same guys that have ruined modern photography

  • chrisgull

    First thought was “April first again?” – didn’t expect this.
    But I’m sure Leica did its market research on this one, right? Right?

  • Jonathan Hodder

    Wish they would have paired up with the Polaroid snap to make a barnack model version. This thing is borderline horrendous.

  • Boris but No Johnson

    Fuji OEM cameras are back…

  • What is there not to like? A little fun from Leica, can’t hurt the brand to make something fun. Obviously not for everyone.

    • Leica are for serious photographers who mean serious business with their serious cameras. Any claims that they’re for people with a lot of money lying around and a tendency to forget the lens cap are complete lies.

      • Serious artists and photojournalists, at least, yes.

        • The tool is the most important part for sure. That’s why I’m quick to blame my hammer when I miss the nail.

  • a-traveler

    You can buy the Fujifilm version (Mini 90 Neo Classic ) in Los Angeles, Ca for $179.99 http://www.freestylephoto.biz/16404571-Fuji-Instax-Mini-90-Neo-Classic-Instant-Film-Camera I wonder how much the Leica Sofort will cost at The Leica Store in Los Angeles?

  • Mistral75
  • Back to top